The study, conducted by ForeSee Results, looked at the top 30 consumer websites among UK consumers over the festive period.
It rated Play.com 76% for brand, price, merchandise and site experience, with Amazon UK closely behind on 75%, with eBay UK third on 72%.
The top 10 brands in the study, which polled 10,500 shoppers in December, were separated by just 12%, with QVCUK.com coming fourth on 71%, and HMV, Marks & Spencer and Ebuyer tied in fifth on 70%.
Three retailers scored 69% for customer satisfaction, Tesco Direct, John Lewis and Screwfix Direct; while four companies, Argos, Next, Waterstone's and ASOS, were tied on 67%.
Brands that faired less well included B&Q, which scored 53% and came bottom of the top 30 retailers. WH Smith and PC World rated 59% each and Currys and Comet UK scored 60%. PC World and Currys, which are both owned by retailer DSG, last week reported very disappointing Christmas sales.
ForeSee Results said brands that polled 60% or below were "failing to satisfy shoppers" and "eroding loyalty" in online brands.
The study polled 87% of respondents in England, while 10% were from Scotland and 3% from Wales.
Larry Freed, president and chief executive officer of ForeSee Results, said: "Those with 60 points or below are failing to satisfy shoppers, eroding loyalty and are missing a tremendous opportunity to leverage the web channel to improve their bottom line."